Regardless of the mode of delivery, represent a guide to the
relative teaching time and student effort required to
successfully achieve a particular competency/module. This may
include not only scheduled classes or workplace visits but also
the amount of effort required to undertake, evaluate and
complete all assessment requirements, including any
non-classroom activities.

Pre-requisites and Co-requisites

None

Course Description

This unit describes the skills and knowledge required to prepare electronic advertisements for use in internet, email or facsimile marketing communications, and to evaluate their effectiveness in achieving marketing objectives.

It applies to individuals working in promotional roles who are required to use electronic communications and existing business websites to effectively convey marketing communications and achieve marketing objectives in accordance with marketing or e-marketing plans.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG412 Conduct e-marketing communications

Element:

1. Prepare electronic advertisements

Performance Criteria:

1.1 Choose media for electronic advertisements in accordance with the organisation’s marketing (or e-marketing) strategy
1.2 Select multiple marketing channels to optimise marketing effort
1.3 Ensure copy and design elements communicate desired image, features and benefits of products or services, and suit characteristics of chosen media
1.4 Position and size each element of advertisement to achieve balance and focus
1.5 Ensure typeface selections suit product, chosen media and central message of advertisement, and that layout achieves balance in its elements including white space and margins
1.6 Ensure any added sound, animation or graphics enhance content of advertisements and do not distract from message
1.7 Ensure advertisements meet requirements of marketing strategy as well as legal and ethical requirements

Element:

2. Use business website as e-marketing tool

Performance Criteria:

2.1 Identify website marketing objectives in organisation’s marketing (or e-marketing) strategy and plan
2.2 Ensure website design meets objectives and conveys required image of the business and features and benefits of its products or services
2.3 Ensure website content, site map, navigation buttons, frames and multiple pages are in accordance with marketing strategy and plan
2.4 Ensure website incorporates data recording, contacts and feedback mechanisms to allow evaluation of website as a marketing tool

Element:

4. Monitor and evaluate results of e-marketing

Performance Criteria:

4.1 Monitor transmission of electronic advertisements or other e-marketing products and rectify any errors or omissions
4.2 Develop measures of effectiveness for e-marketing advertisements and monitor effectiveness
4.3 Evaluate effectiveness of e-marketing advertisements against measures of effectiveness and record outcomes in accordance with organisational requirements
4.4 Use outcomes of evaluation activities and other feedback from marketing channels to plan for improvements to e-marketing strategies and products

Element:

3. Use e-marketing

Performance Criteria:

3.1 Identify required media vehicles and website hotlinks for electronic advertisements, and negotiate contracts for website development where necessary to meet requirements of the marketing strategy, budget and legal and ethical requirements
3.2 Promote marketing channels to identified target market segments
3.3 Place or disseminate electronic advertisements in accordance with marketing strategy, media contracts, and legal and ethical requirements

Learning Outcomes

This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to prepare electronic advertisements for use in internet, email or facsimile marketing communications, and to evaluate their effectiveness in achieving marketing objectives.

Details of Learning Activities

Practical activities, case studies and class discussion as well as work relevant assessments.

Overview of the elements of marketing and marketing communications planning
- Goal and objectives setting
- Students will identify a marketing challenge that will provide the focus for a major assignment

BSBMKG414 (MKTG7941C)
BSBMKG412 (MKTG7940C)

Assessment 3 commences

3

22 Feb

E marketing communication tools and techniques
- An overview of the tools available to the e-marketer/advertiser
- E- marketing channels
- Exploration of the range of e-marketing communication channels and an analysis of their strengths and weaknesses

-Overview of the regulatory environment

BSBMKG414 (MKTG7941C)
BSBMKG412 (MKTG7940C)

Assessment 3 on going

4

29 Feb

Assessing the needs of the business
- preparing a client brief
- business objectives + brand values
- functionality requirements

Development of integrated marketing communications strategy
- Students explore the strategic approaches to integrating marketing communications with an emphasis on the developing on e-marketing communications
- Examination of reporting styles/formats

Students will be provided with appropriate resources throughout the semester.

Overview of Assessment

Assessment Methods

Assessment methods have been designed to measure achievement of the requirements in a flexible manner over a range of assessment tasks, for example:

direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate

review of final printed documents

demonstration of techniques

observation of presentations

oral or written questioning to assess knowledge of software applications

You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met.

Performance Evidence

You must provide evidence of the ability to:

develop electronic advertisement for a product or service using electronic media to convey marketing communications consistent with an organisational marketing strategy and objectives

monitor and evaluate results of electronic advertisements and marketing.

Knowledge Evidence

To complete the unit requirements safely and effectively, you must:

identify key provisions of relevant legislation, codes of practice and national standards that affect marketing operations

describe industry products and services knowledge

explain intellectual property requirements

identify organisational structure, roles and responsibilities

outline principles of marketing and advertising

describe software applications used in conducting electronic advertising and marketing.

Feedback

Feedback will be provided throughout the semester in class and/or online discussions. You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. Finally, you can email or arrange an appointment with your teacher to gain more feedback on your progress.

You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.

Assessment Tasks

This course is co-delivered and co-assessed with BSBMKG414 (MKTG7941C) Undertake marketing activities

Please note: You are required to complete 3 tasks. You must successfully complete all 3 tasks to be deemed competent in this unit.

Assessment Task 1 - Requirements Report - Individual (Due Week 7)

Purpose:

This assessment is designed to evaluate students ability to analyse the market and determine an organisations e-marketing communications needs based on that analysis.

Scope:
Students are to assume the role of e-marketing consultant for a business of their choice. They are to decide upon a business or idea for which there is a need for new e-marketing communications including a website and electronic advertisements to convey marketing communications consistent with the organisations marketing objectives. Students can choose to develop the e-marketing strategy for a real client, themselves, or revamp an existing strategy and website for an organisation they know of but with whom they may not have direct contact.

Purpose:
This assessment is designed to evaluate students ability to implement an e-marketing communications strategy including all the relevant software applications presented during classes.

Scope:

Working in pairs students are to select one of the businesses scoped from Assessment 1 and use this to move forward to Assessment Task 2
Students are to develop and implement their approach including a basic website in-line with the project scoped for Assessment 1 – Requirements Report. The website must be designed, incorporating an electronic advertisement, with consideration for the research conducted in the requirements report paying particular attention to ensuring the brand essence, online value proposition and design and functionality requirements are adhered to in order that the overall communications objectives are achieved.

Assessment Task 3 – Knowledge Sharing Workshops (Due Date: Outlined according to the weekly presentation schedule to be completed the first week of classes (pairs assessment)

Purpose:
This assessment is designed to evaluate students ability to research and present on a content relevant topic as well as work within a small group context.

Scope:
Working in pairs, students are required to research a pre-determined area of electronic marketing (including social media, viral marketing, email marketing, online advertising etc) and present a summary of the key trends in within the area. Additionally, students are to identify and present two case studies of recent examples of best practice work from this area of electronic marketing.

More detailed assessment sheets for each assessment task will be disseminated throughout course delivery.

Submission Requirements:

Format:Work to be saved in a word doc or .pdf and uploaded to the assessment tab in your course blackboard shell by required date. Work sent by email will not be marked.
Work submitted after the deadline and without one of the forms below will not be accepted or marked.
Assessment deadline extensions:
Ensure that you submit assessments on or before the due date. If you think you might not make the due date due to circumstances beyond your control, you must apply for an application of extension time BEFORE the due date:
You can apply for an extension of seven or fewer days from the original due date for submission of assignments, projects, or essays. You must lodge it no later than one working day before the original submission due date. See link below for eligibility criteria and forms.
If your performance in the assessment is affected by unexpected circumstances, you should consider applying for Special Consideration. Information on the process and application forms for extension time and special consideration can be found at: http://rmit.edu.au/browse;ID=ls0ydfokry9rz.

Always retain a copy of your assessment tasks (hard copy and soft copy).
When you submit work for assessment at RMIT University you need to use a cover sheet that includes a declaration and statement of authorship. You must complete, sign and submit a cover sheet with all work you submit for assessment, whether individual or group work. Cover sheets for submission of work is available from the Student forms website.

Resubmission
It is the student’s responsibility to check their results and complete resubmissions by deadline set (usually within 2 weeks of receiving feedback/results). Students are entitled to one re-submission per assessment. All resubmissions will be marked to competent or non-competent only, no grades will be given. All resubmissions must be received by week 16.

Assessment Matrix

Full details on how this course is assessed against the Unit elements and performance criteria plus critical aspects of evidence can be found in the Learning and Assessment Tool available from your course teacher.